‘Lost’ TV bosses to give branded chocolate to fans

Touchstone Television, the maker of cult-TV show Lost, is launching a branded chocolate bar, and will distribute it free to fans as part of a campaign to support the show.

The Apollo bar, featured in several episodes, will be distributed across the US, the UK, Australia and Asia. The campaign will coincide with the end of the second series in the UK and the start of the third series in the US.

It is understood that Touchstone, part of Disney-owned broadcaster ABC, decided to create the Apollo bar itself after failing to sign a deal with a confectionery company (MW January 26).

The bar, only available for a limited period, forms part of the Lost Experience – an interactive “game” designed to run alongside the series. The game began this spring with clues scattered in the show, online and in “fake” ads for fictional company, The Hanso Foundation, during breaks. The foundation is also parent to the Apollo Candy Company, the fictional manufacturer of the bar. A website – www.apollocandy.com – will tell viewers where they can get the bars.

Channel 4 broadcasts the show, and is expected to spearhead the giveaway campaign across the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here